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Submitted by prietico on April 17, 2006
Category: Business
Words: 4812 | Pages: 20
Views: 510
Popularity Rank: 15,990
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General Motors
Introduction
General Motors Corporation, hereafter referred to as GM, has an impressive history spanning over 100 years. According to GM’s website, GM is the “global industry sales leader since 1931,” and their sales are representative of such a business. GM has a responsibility to its stakeholders to remain competitive and profitable. With the decline in the economy dating back to approximately year 2000 and the impact of rising fuel prices, GM found itself in a struggle to remain profitable. Losses in profit coupled with high inventory levels, GM recognized the need for an unprecedented sales promotion to empty its dealerships of the rapidly aging current year models. In June 2005, GM announced its “Employee Discount for Everyone” sales promotion. The results were phenomenal, as sales skyrocketed to record levels. The sales promotion was, indeed, without a doubt, a success. However, the sales promotion worked on the premises of discounting – a method which deteriorates brand image. The purpose of this paper is to redesign this sales promotion in an effort to not only sell vehicles, but also promote long term branding. Elements contained within this paper include: New Targeting, New Positioning, New Goals, New Messaging, New Creative, New Media Choice, and lastly Evaluation of Plan. All of which will be discussed in greater detail in their respective sections.
New Targeting
In order for GM to over come their tarnished image, they need to adopt a new promotional strategy and opt-out of their old discounting ways. GM needs to adopt a strategy that will enhance their brand image. They can do this with the following targeting and new promotion. The new target audience is full-nest families and the new promotion is aimed at building long term brand loyalty is through a built-in maintenance program.
To begin, GM’s new promotion will not be discount orientated but instead one that will add value to...
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